Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal International Journal of Economics (IJEC)
Syakban, Medi Hendika
Unknown Affiliation
Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
The Effect of Brand Image and Electronic Word of Mouth (E-Wom) on Buying Interest of Mixue Consumers in Generation Z in Surabaya City Syakban, Medi Hendika; Dermawan, Rizky
International Journal of Economics (IJEC) Vol. 4 No. 1 (2025): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v4i1.1204

Abstract

This study aims to analyse the effect of brand image and electronic word-of-mouth (e-WOM) on the purchase intention of Mixue consumers in Generation Z in Surabaya City, using a quantitative approach. The research population comprises Mixue consumers in Generation Z in Surabaya City. The sample consists of 100 Mixue consumer respondents born between 1997 and 2012 and domiciled in Surabaya City, selected using the accidental sampling technique. The data were analysed using descriptive statistics and partial least squares (PLS) with the SmartPLS application. The results demonstrated that brand image has a positive and significant effect on purchase intention. Similarly, e-WOM was found to have a positive and significant effect on purchase intention.
The Effect of Brand Image and Electronic Word of Mouth (E-Wom) on Buying Interest of Mixue Consumers in Generation Z in Surabaya City Syakban, Medi Hendika; Dermawan, Rizky
International Journal of Economics (IJEC) Vol. 4 No. 1 (2025): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v4i1.1204

Abstract

This study aims to analyse the effect of brand image and electronic word-of-mouth (e-WOM) on the purchase intention of Mixue consumers in Generation Z in Surabaya City, using a quantitative approach. The research population comprises Mixue consumers in Generation Z in Surabaya City. The sample consists of 100 Mixue consumer respondents born between 1997 and 2012 and domiciled in Surabaya City, selected using the accidental sampling technique. The data were analysed using descriptive statistics and partial least squares (PLS) with the SmartPLS application. The results demonstrated that brand image has a positive and significant effect on purchase intention. Similarly, e-WOM was found to have a positive and significant effect on purchase intention.
Co-Authors Dermawan, Rizky